Did OkCupid send a bunch of incompatible people on dates on purpose?

On Monday, OKCupid admitted to experimenting on human beings, comparing tests it runs to improve its dating algorithms to the study Facebook did that took over the news cycle early this month.
“But guess what, everybody: if you use the Internet, you’re the subject of hundreds of experiments at any given time, on every site,” OKCupid Founder Christian Rudder wrote in the tongue-in-cheek post. “That’s how websites work.”
There were three experiments:
In one experiment, OKCupid removed all the photos from its website as it was rolling out a blind dating app to see how it impacted use. In the second, OKCupid ran a test to see how much a user’s picture affects viewer’s perception of their personalities. In the third, OKCupid told users that they had a 90 percent compatibility rate with users who they actually shared a 30 percent rate with.
So who was worse, OkCupid or Facebook? Is this okay?